LSA|14: Google Amps Up Efforts to Help Partners Be the ‘Trusted Digital Media Advisor’

Kristin Coit, head of directories and web hosting partnerships, channel sales North America for Google, helped kick off the first day of sessions by introducing Google’s efforts to help partners become true digital advisors to their customers.

Coit says that Google has opened up channels to listen to its partners, and one key feedback has been that partners need help selling digital.  In response to that, Google created and rolled out the Trusted Digital Media Advisor program.

“This is in addition to product training.  It’s not just about Google, it’s about digital.  It’s about selling your own digital products too.”

Google’s training sessions are customizable and modular, ranging from two hours to two days, depending on the partner’s needs.  The sessions, which are tailored for sales reps, account managers, and sales managers, are built around three modules:

  • Building your business: Planning and listening to the customer
  • Being a digital partner: Building a solution, storyboarding a presentation and presentation delivery
  • Earning the Trusted Digital Media Advisor role: Building on existing relationships

The sessions include roleplay and individual coaching sessions, and can be done in person, through webinar, and Google Hangouts On Air.

Coit indicated that early results have been extremely positive.  In 2013, Google held 650 trainings with 13,000 sales reps, which has led to increases in revenue, acquisitions, and profitability for partners.

As a follow up to training, Google will launch this week a 13-part Trusted Digital Media Advisor series of short videos focused on fundamentals that can serve as refreshers for sales teams.

Coit said the need is there for sales reps to be better equipped to sell both Google’s products as well as their own digital products.  “I’ve spoken with thousands of small businesses.  They describe it as the Wild Wild West … It’s overwhelming for them.”

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